The Amazon Marketing Cloud (AMC), which emerged from beta last year, is at the beating heart of Amazon’s advertising ambitions.
Amazon touted the product, which is its answer to a homegrown data clean room, at its Amazon Ads unBoxed conference in New York City on Wednesday.
AMC was built by the Amazon Ads group on Amazon Web Services infrastructure. Brands use it for marketing-specific use cases, primarily attribution and analytics, so that an advertiser’s first-party data can be analyzed alongside Amazon’s own first-party data set. Aside from media and retail property data – including Twitch, Fire TV, Kindle, the Sizmek ad network and the Amazon site and app – the clean room bundles in data from Amazon Fresh and Whole Foods stores.
